How Wolff Olins aims to make Zocdoc the face of healthcare – literally

The new identity for the US healthcare company is based on a logo depicting an ever-changing face.

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Wolff Olins has created a new identity for US medical brand Zocdoc, which aims to present it as “the face of healthcare” with a logo that literally depicts a face.

Zocdoc, which launched in 2007, is an online service that helps people find doctors and book and manage medical appointments.

Wolff Olins says that its rebrand for Zocdoc aims to “challenge the conventional wisdom – and the colour palette – of the healthcare industry”.

An ever-changing patient face

For the rebrand, Wolff Olins has developed a new logo which it calls “Zee”.

The logo is a line-drawing of the letter Z with two eyes that aims to represent “an ever-changing patient face”.

Wolff Olins says: “In resting pose, Zee is friendly and warm – eyes open with a subtle smile shaped by the curved foot of the Z.

Cheeky, puzzled and “meh”

“Other Zees are cheeky (with a smile and a wink), feel “meh” (with a zigzag mouth and downturned eyes), or are puzzled (with an S-shaped mouth and open eyes).”

Richard Fine, president of marketing at Zocdoc, says: “The new face of Zocdoc looks the way healthcare should – friendly, simple and, most of all, reflective of patients and real life.”

Wolff Olins has also introduced an “optimistic and warm” yellow-led colour palette, which the consultancy says eschews the traditional blues and greens and common cross and staff symbols of healthcare design.

Digitally attuned and mobile first

It has also brought in a new wordmark, saying: “Far from the unremarkable two-tone, two-weight Helvetica stamp (cost $80) that marked Zocdoc for the first eight years, the new wordmark simplifies the company’s identity by dropping the capital D and leaving no confusion about what a “Zoc” is.”

The consultancy has also introduced new imagery, which it describes as “true-to-life” and a redesigned website.

Wolff Olins says: “Zocdoc now looks at home with the digitally attuned, mobile-first brands that people interact with today.

“It was crucial for the team to ensure each step involving the user would be both joyful and rewarding. Rigorous testing went into ensuring the brand would shine – from the most serious encounter to the smallest screen.”

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